Email Experience Council

Econsultancy's Email in Action survey, conducted with the Email Experience Council, highlights the challenges, opportunities and changes in email marketing. As highlighted in the survey results, problems with email marketing often comes from tactics.

In my last column, I wrote about open rate data by message type. Today, we're going to pull the clickthrough data by message type and look at that. The data comes from the Email Trends and Benchmarks report presented by Epsilon and the Email Experience Council (EEC); the Q3 2011 report was released last month.

The Direct Marketing Association's Email Experience Council and Epsilon today released the Q3 2011 North America Email Trends and Benchmarks Results, which show a 7.1 percent increase in open rates from this year's second quarter and a 7.8 percent increase compared to the third quarter of 2010. Click rates remained stable at 5.5 percent and the average volume per client increased from the previous year by 14.9 percent.

For direct marketers, the implications are epic. These days it’s not enough to just listen to consumers; their devices are talking to us too—and telling us things that consumers may not even consciously realize about themselves.

The Direct Marketing Association (DMA) and Epsilon today released the Q2 2011 North America Email Trends and Benchmarks Results, which show a 16.2 percent increase in average volume-per-client from Q1 2011, and a 14.3 percent decrease in average volume-per-client from Q2 2010. Open rates increased by 0.4 percent from Q2 2010 and click rates were directly in line with the same time last year.

Email open rates increased 4.2 percent in the first quarter of 2011 over the first quarter of 2010, according to the Q1 2011 North America Email Trends and Benchmarks Results report released by Epsilon and the Direct Marketing Association’s Email Experience Council. Five of the 13 reported industries saw at least a 5 percent increase in open rates compared to the same quarter last year.

Epsilon and the Direct Marketing Association’s Email Experience Council today released the Q1 2011 North America Email Trends and Benchmarks Results which show a 4.2 percent increase in open rates over Q1 2010 and a 39.2 percent increase in average volume per client from Q1 2010.

The Direct Marketing Association’s Email Experience Council and Epsilon today released the Q4 2010 North America Email Trends and Benchmarks Results, which show an increase in conversion rates of 16.1 percent over Q4 2009. The 2.9 percent conversion rate is the strongest over a two-year period.

Email conversion rates in the fourth quarter of 2010 were the highest they've been in over two years, according to the North America Email Trends and Benchmarks Results, a quarterly report from the Email Experience Council and Epsilon. The average conversion rate in last year's fourth quarter (2.9 percent) increased 16.1 percent versus the fourth quarter of 2009.

The Direct Marketing Association's Email Experience Council and Epsilon today released the Q4 2010 North America Email Trends and Benchmarks Results, which show an increase in conversion rates of 16.1 percent over Q4 2009. The 2.9 percent conversion rate is the strongest over a two-year period.